Lead scoring is a method of objectively ranking sales leads based on their profile and engagement data. Companies that implement effective lead scoring see increased deal close rates, revenue, and revenue per deal. The presentation outlined a model for lead scoring that considers both explicit profile data and implicit engagement behaviors. It emphasized the importance of aligning sales and marketing criteria and processes, refining the scoring model based on sales feedback, and continuing to nurture rejected or stalled leads.

1. @MarketingCube
C o l l e g e
Lead/Engagement Scoring
16 April 2015
An evening of insight & knowledge sharing
1

2. C o l l e g e
@MarketingCube
What is
Lead Scoring?
•Lead scoring is an objective ranking of one sales lead
against another. This not only helps align the right
follow-up to the corresponding inquiry, it also helps
marketing and sales professionals identify where each
prospect is in the buying process.
2

3. @MarketingCube3
• In a study of 10 B2B organisations using lead scoring systems,
Eloqua found that, on average, deal close rates increased by 30%,
company revenue increased by 18% and the revenue per deal
increased by 17%.
• According to Aberdeen Research, companies that get lead scoring
right have a 192% higher average lead qualification rate than those
that do not.
2 great reasons to score leads

4. C o l l e g e
@MarketingCube
What is Lead Scoring?
4
Explicit
• Profile data
• Geography
• Organisation Profile
• Industry
Implicit
• Website visits
• Email Opens
• Event Attendance
• Opinions expressed
Profile Engagement

5. @MarketingCube
C o l l e g e
Best Fit Active Interest
Who They Are What They’ve Done
Legal Librarian
Legal Industry
$50m Revenue
Web Visits
Forms Completion
Email Click-Through
Not a Fit No Interest
5
Effective Lead Scoring

6. @MarketingCube6
This evening’s Agenda
•A model for Lead/Engagement Scoring
•The importance of Sentiment
•Sales & Marketing Alignment
•An Ideal Customer Profile
•Engagement versus Fit/Profile

7. @MarketingCube
C o l l e g e
7
A
B
C
D
1 2 3 4Profile
Engagement
A Lead Scoring Model

8. @MarketingCube
C o l l e g e
7
A
B
C
D
1 2 3 4Profile
Engagement
A Lead Scoring Model

9. @MarketingCube
C o l l e g e
7
A
B
C
D
1 2 3 4Profile
Engagement
7,456
2,897
4,367
6,8765,834
2,567
2,892 5,476
1,189 4,367462
4,567
1,256
674
345
8,367
A Lead Scoring Model

10. @MarketingCube8
What happens to your
Facebook when you fall in love?

11. @MarketingCube9
Called 'The Formation of Love', the study found
that during the 100 days before a relationship
starts, there is a slow but steady increase in the
number of timeline posts shared between the
future couple. However once they get together
the posts start to decrease dramatically.

12. @MarketingCube9

13. @MarketingCube
C o l l e g e
Sentiment
10

14. @MarketingCube11
Facebook data scientists found that, even though
the number of wall posts goes down once the
relationship starts, the wall posts that are
exchanged become happier and sweeter.

15. @MarketingCube11

16. @MarketingCube
C o l l e g e
Sales & Marketing Alignment
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17. @MarketingCube

18. @MarketingCube14
What is a Lead?

19. C o l l e g e
@MarketingCube
Customer Focused Language
15
Customer
Focused Langauge
• Need
• Learn
• Evaluate
• Buy/Engage/Donate
Typical
Internal Langauge
• Leads
• Educate
• Present
• Close

20. @MarketingCube
C o l l e g e
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
Implement
Purchase/Donate
Negotiate
Evaluate
Learn
Need
Advocate
The Buyer’s/Donor JourneyThe Sales Process
Grow
MarketingSales

21. @MarketingCube
C o l l e g e
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
Implement
Purchase/Donate
Negotiate
Evaluate
Learn
Need
Advocate
The Buyer’s/Donor JourneyThe Sales Process
Grow
Marketing&Sales

22. @MarketingCube
Opportunity
Lost
Opportunity
Stalls
Sales
Rejects Lead
Sales &
Marketing
Process
Marketing
validates quality
of interest
Marketing
Nurtures to
Sales Ready
The Buyer’s
Journey
Interest Learn Evaluate Justify Purchase
Name Inquiry
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
Closed/Won
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23. @MarketingCube
C o l l e g e
Your Ideal Customer Profile (ICP)
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24. C o l l e g e
@MarketingCube
Why do people buy or engage
with you today?
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? ? ? ?? ? ? ??

25. C o l l e g e
@MarketingCube
Why do people buy or engage
with you today?
19
?? ? ?

26. C o l l e g e
@MarketingCube
Why do people buy or engage
with you today?
19
??? ?

27. C o l l e g e
@MarketingCube@MarketingCube
An Ideal
Customer Profile
• Understanding your current Ideal
Customer helps you build relevant offers
and messages for Prospects.
• Understanding personas, buyer behaviour
and why people buy from you today helps
you find and engage with better quality
Prospects.
• Which product or service delivers the
highest amount of profit to your business?
20
Customer

28. C o l l e g e
@MarketingCube
Value Mapping
21
ValuetotheProspect
Value to the You
Lo High
High

29. C o l l e g e
@MarketingCube
Value Mapping
21
ValuetotheProspect
Value to the You
Lo High
High

30. C o l l e g e
@MarketingCube
Value Mapping
21
ValuetotheProspect
Value to the You
Lo High
High

31. @MarketingCube
C o l l e g e
Segmentation
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32. C o l l e g e
@MarketingCube
The 2 Areas of Focus
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Explicit
• Profile data
• Geography
• Organisation Profile
• Industry
Implicit
• Website visits
• Email Opens
• Event Attendance
• Opinions expressed
Profile Engagement

33. C o l l e g e
@MarketingCube
Your key Criteria today?
24
Industry Job Role/Category
Revenue Speciality
Geography Installed Base

34. C o l l e g e
@MarketingCube
Your key Criteria today?
24
?

35. @MarketingCube
C o l l e g e
Engagement versus Fit/Profile
25

36. C o l l e g e
@MarketingCube26
ENGAGEMENT
• Opens almost
everything.
• Downloads
most offers.
• Attends events
• Is engaging via
LinkedIn
ENGAGEMENT
• Opens
some emails.
• Appears
interested in
specific topics.
• Has not
attended an
event.
ENGAGEMENT
• Selective about
what he/she
opens.
• Visits our
blog weekly
• Does not
submit forms.
Person A Person B Person C

37. C o l l e g e
@MarketingCube26
Law Student Law Graduate Partner
ENGAGEMENT
• Opens almost
everything.
• Downloads
most offers.
• Attends events
• Is engaging via
LinkedIn
ENGAGEMENT
• Opens
some emails.
• Appears
interested in
specific topics.
• Has not
attended an
event.
ENGAGEMENT
• Selective about
what he/she
opens.
• Visits our
blog weekly
• Does not
submit forms.

38. @MarketingCube27
Be careful how
you interpret
Digital Body Language.

39. @MarketingCube
C o l l e g e
Criteria & Weightings
28

40. C o l l e g e
@MarketingCube
Introduce a Formula
• Define the weighting of
each Engagement criteria
to indicate how important
one profile point or activity
is compared to the others.
29

41. @MarketingCube
C o l l e g e
No Lead Left Behind
30
Hello! I
want to
buy…

42. @MarketingCube31
What happens to the
Rejected or Lost Leads?

43. @MarketingCube
Opportunity
Lost
Opportunity
Stalls
Sales
Rejects Lead
Sales & Marketing
Process
Marketing
validates quality
of interest
Marketing
Nurtures to Sales
Ready
The Buyer’s
Journey
Interest Learn Evaluate Justify Purchase
Name Inquiry
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
Closed/Won

44. @MarketingCube
Opportunity
Lost
Opportunity
Stalls
Sales
Rejects Lead
Sales & Marketing
Process
Sales Rejects
Lead:
Sales send to
Nurture
Marketing
validates quality
of interest
Marketing
Nurtures to Sales
Ready
Opp Stalls:
Sales send to
Nurture
Opp Lost:
Sales send to
Nurture
The Buyer’s
Journey
Interest Learn Evaluate Justify Purchase
Name Inquiry
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
Closed/Won

45. C o l l e g e
@MarketingCube
Lead Nurturing
• Moving lost opportunities into a Lead Nurturing campaign can be a
scored behaviour.
• If your products or services are generally on a contracted term, it’s likely
your competitors are the same.
• If you know when a lost opportunity has signed with a competitor, capture
the date and engage via nurturing campaigns.
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46. @MarketingCube
C o l l e g e
What’s Next
Refining Your Lead Scoring Model

47. @MarketingCube35
Feedback from Sales
is crucial to maximise your
time investment today?

48. @MarketingCube
C o l l e g e
Suggestions
• Get the Sales & Marketing teams
together to build your Lead
Scoring model
• Let the Scoring Model ‘play’ for
14-21 days.
• Review A1, A2, B1, B2 Leads and
have Sales validate these Leads
following face to face meetings or
telephone based conversations.
• Refine scoring model as needed
based on feedback from sales as
well as reporting data.
• 2 months from today, revisit
scoring model and the quality of
the leads passed to the Sales
team.
• 6 months from now, review scoring
model again and adjust as needed.
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49. @MarketingCube37
A shameless plug.

50. @MarketingCube
C o l l e g e
Eloqua 10 Insight
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51. @MarketingCube39

52. @MarketingCube40

53. @MarketingCube41

54. @MarketingCube42

55. @MarketingCube43
Q&A

56. Marketing Cube Pty Ltd
Level 2, 85 William Street,
Darlinghurst, NSW, 2010
Australia
Ph: 02 8244 0007
www.marketingcube.com.au
@MarketingCube
/MarketingCube
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